Tariq, Emad and Alshurideh, Muhammad and Akour, Iman and Al-Hawary, Sulieman and Al Kurdi, Barween (2022) The role of digital marketing, CSR policy and green marketing in brand development. International Journal of Data and Network Science, 6 (3). pp. 995-1004. ISSN 2561-8156
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Abstract
Corporate Social Responsibility (CSR) policy, digital marketing and green marketing are considered as some of the most emerging topics. However, the major problem is associated with the lack of CSR policies, development and adaptation of green marketing in the companies operating in manufacturing companies in the UK. In this manner, this study aimed to determine the role of digital marketing, CSR policies and green marketing in brand development. Concerning this, the case of UK’s manufacturing companies was considered which can help the manufacturing companies operating in the UK to make the development of brand more effective, as the consumers would perceive the brand which complies with the environmental laws. To attain the aim, the researchers utilized a quantitative method of data collection where a close-ended survey questionnaire was utilized. The data was collected from the concerned participants working in the manufacturing sector of the UK
and the sample size considered for the analysis was based on 404 participants. The analysis was conducted using Structural Equation Modeling (SEM) on Smart PLS. The analysis revealed that the overall impact of green marketing, CSR policy and digital marketing was statistically significant on the brand development of UK’s manufacturing companies. Considering this, it has been recommended to the manufacturing companies in the UK to focus on environmental disclosure, green innovation, green alliance and promotional activity for the purpose of ensuring brand development.
However, this study is limited to the geographical bounds of the UK; therefore, it has a certain room for future research.
| Item Type: | Article |
|---|---|
| Keywords: | Digital Marketing, Green Marketing, CSR Policy, Brand Development |
| Faculty / Department: | Faculty of Business, Law and Criminology > Liverpool Hope Business School |
| Depositing User: | Mr Emad Tariq |
| Date Deposited: | 05 May 2023 08:23 |
| Last Modified: | 05 May 2023 08:23 |
| URI: | https://hira.hope.ac.uk/id/eprint/3766 |
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